Article:
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R.A. Brandmeier, S. Hain & F. Rupp (2011): Market Entry of a Western
Company in the Middle East, Emerging Markets Case Studies Collection
(International Business), pp. 1-8.


Abstract:
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Subject area of the case: Entry of a service sector company based in Europe
into the Middle East market with focus on Saudi Arabia.

Brief overview of the case: Two market entry options are discussed: (i)
Joint Venture (JV) set-up with partner and (ii) Independent Direct Investment
(IDI) without local partner. A tangible real life experience of the Middle
East market will enhance the theoretical presentation and help students to
gain practical solutions.

Student level and proposed courses the case can be used on: The students
should have some familiarity with case studies and should be able to successfully
solve easy cases. This case can be used in all courses of general economics and
management. It is best suited for courses on market entries, risk management in
international business, intercultural management or developing and emerging markets.

Expected learning outcomes: The students should be aware of risks and
opportunities in the Middle East and Saudi Arabian markets for western companies
from the service sector. He/ She should be able to prioritize relevant economic
data and simultaneously discuss several different options by dealing with complex
situations.

List of supplementary materials: see chapters 5 and 6

Key words: market entry, decision making, risk management, Middle East, Saudi Arabia